Abstract: Under market economy，our country′ s economic level is advancing by leaps and bounds，and future agriculture of our country has been developing towards direction of rural e-commerce. Farmers want to improve their living standards，not only to improve product quality and enhance service level，but also urgently need rural e-commerce platform to improve rural agriculture. Important role of electronic commerce in construction of new rural areas in China was expounded，operation of rural e-commerce in China，reflected in the Jiangsu sand town，was analyzed.Reasons for problems were found out，and a series of suggestions to improve problems of rural e-commerce in China were put forward to achieve multiple goals of improving living standard of farmers，promoting rural economy and developing rural e-commerce through its innovation.